Dr Cathy Cameron
February 06, 2011
Case II The Marketing Mix Products and Strategies
With regard to the initial question what is the relevant importance of the following marketing factors in driving product choice: brand, quality, distribution, price; each has a definite impact to an organizations market share, staying power and potential to produce revenue.
Goods and services are a part of the mainstream lifestyle. So much a part of modern life that some merchandise which falls into this category has become a necessity. The cell phone is one such item which falls into this category. There are several reputable cell phone service providers; ATT, Boost, Verizon, Cricket and T-Mobile. Of these providers only T-Mobile has a cellular network that extends beyond the borders of the United States.
(ADbrands, n.d., para. 1)T-Mobile is the world's second most international wireless telecoms brand, second to Vodafone, operating in several European markets as well as the US. T-Mobile is wholly owned by German telecoms giant Deutsche Telekom, the brand embarked on an ambitious expansion drive in 1999, acquiring several significant international wireless businesses, including One2One in the UK and Voicestream and PowerTel in the US. T-Mobile is also one of the world's leading developers of wi-fi internet connectivity. Continuing growth has made T-Mobile the biggest revenue centre within Deutsche Telekom by the end of 2005. In 2009, however, there were signs that the group began to consider a reduction of its footprint to concentrate on more profitable markets. An important development was an agreement to merge T-Mobile's operations in the UK with those of rival Orange to create the local market leader by customers. That arrangement was completed in 2010.
When quality is considered, consideration has to be given not only to cellular and wifi... [continues]
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